In daily negotiation, decision maker often affected to change the evalution of negotiation results by the offers which the opponent brought up in either positive or negative description. This is what the negotiation researcher callled ¡§framing effect¡¨. Framing theory first poposed by Kahneman & Tversky (1982) and researchers found there are many framing types and the framing effects proofed in many negotiation areas. On the other hand, the development of electronic bargainging is ofthen based on the assumption that human decision making is rational behavior, and there is no research applying framing theory on internet. Therefore this research would like to discuss whether framing could change electronic bargaining results. This research adopts attribute framing and goal framing proposed by Levin et al. (1998) and apply it with negotiation model to develop a virtual bargin store, then we play a role as seller to do field experiment. After collecting the experiment data and analyze them, we found framing do affect electronic bargining. Framing match concession will influence the seller¡¦s gain. General speaking, attribute framing effect is better than goal framing, and the difference between positive and negative attribute framing effect looms larger when it corporates with concession. However the difference between positive and negative goal framing looms less when it ties up with concession.

Background: The theory of framing suggests that the media have the ability to influence how the public thinks about issues (Nelson, Oxley & Clawson, 1997; Chong & Druckman, 2007), by influencing what definitions, causal attributions, moral evaluations, and treatment recommendation the public considers applicable to an issue (Entman, 1993; Tewksbury & Scheufele, 2009). The theory of framing has been supported in studies of media representations of a variety of social issues. With particular relevance to this thesis, framing studies have suggested that health news often portrays the essence of health issues as highly alarming, with few efficacious treatment or coping options (Chang, 2012). The social issue this thesis focuses on specifically is infertility. Study 1: In Study 1, a content analysis is utilized to examine how Canadian print news frames infertility. One-hundred and fifty-seven Canadian print news articles that contained the key word “infertility” in the year 2012 were analyzed. Two independent coders read the articles, and coded each article using a predetermined coding strategy (Chang, 2012) for if/how infertility was framed with respect to: prevalence; need for alarm; severity; vulnerability; need for alertness; means of coping; causes; and possible solutions. Just over one-half of the articles employed alarm frames (n=80), and the vast majority of these met the criteria for categorization as high alarm (96%). The most commonly cited cause of infertility was delayed childbearing (41% of articles) and the most frequently presented way to cope with infertility was in vitro fertilization (IVF; 46% of articles). Infertility was most often constructed as a women’s issue. Study 2: Study 2 build on Study 1 by examining the influence that high alarm framing strategies in the presentation of infertility have on news consumer reactions to, and knowledge of, infertility issues. One hundred and thirty-nine male and female undergraduate students were randomly assigned to read news articles focusing on infertility judged to employ either high alarm framing strategies (high alarm condition, n=65) or low alarm framing strategies (low alarm condition, n=66). Participants in each condition read the assigned news articles and subsequently completed a self-administered questionnaire. The questionnaire included measures of: fear of infertility, perceived severity of infertility, perceived vulnerability to infertility, worry about infertility, prevention efficacy, coping efficacy, and knowledge about infertility. The participants in the high alarm condition evidenced higher levels of perceived vulnerability to infertility (p = .04), and marginally higher levels of worry about infertility (p = .075) than those in the low alarm condition. In contrast, participants in the low alarm condition relayed higher levels of infertility related knowledge than those in the high alarm condition (p= .001). Discussion: Canadian print news portrays infertility as a serious, a prevalent, an alarming and predominantly a women’s disease, and presents IVF as the principal means of coping. This partial depiction of infertility may not be promoting informed reproductive decision-making. Print news portrayal of infertility using high alarm framing strategies may induce higher worry about infertility and heightened levels of perceived personal vulnerability to infertility, while neglecting to relay pertinent knowledge about infertility. Implications for the societal understanding of infertility and the potential repercussions for informed reproductive decision-making are discussed.

For the period of 1995-2013, females ages 18 to 24 had the highest rate of rape and sexual assault victimizations compared to females in all other age groups (Lynn & Sinozich, 2014). There is an even wider problem when among student victims, 20 percent of rape and sexual assault victimizations were reported to police, compared to 32% reported among nonstudent victims ages 18 to 24 (Lynn & Sinozich, 2014). With staggering statistics on sexual assaults, it is clear that this has become a national issue, which has further developed onto college campuses nationwide. In the last decade, sexual assault has gotten more attention in the news than ever before. This study aims to understand the relationship between how the media frames sexual assault and what type of perceptions students have developed because of it. Framing theory will be used to identify if and how the media frames sexual assault and how students react or behave from what they have gathered from the media. This study also aims to look at the broader implications of framing regarding sexual assault, more specifically the framing of the victim, the framing of sexual assault in general, and the framing of preventative efforts and programs. Qualitative focus groups were conducted on the University of South Florida’s campus to gain rich data to fully understand student’s perceptions. It was found that four themes emerged from the focus group that included moderate awareness of the programs, lack of support from the university, confusion about available resources, and the media has influenced students view on sexual assault. The conclusion and future recommendations all steam from the results and what was learned about campus culture.

This study seeks to identify, understand, and compare the themes created, by the print media, utilized to ascribe identity to college quarterbacks as they are entering the NFL Draft. The study will compare the four first-round quarterbacks from the 2020 NFL Draft and four first-round quarterbacks from the 2012 NFL Draft; which because of its historic nature of being the first draft to include a white and Black quarterback of drafted number one and two, respectively, is used as a baseline. The study uses framing theory and previous research to understand the themes present in the media coverage of these quarterbacks from the 2020 NFL Draft and the 2012 NFL Draft. A total of 112 newspaper articles from the Newsbank database were analyzed using qualitative research methods to compare the differences in frames that exist due to the racial background of each quarterback. Additionally, the difference in narratives and expressed frames, depicted by the print media over an eight-year time span were compared and examined using framing theory. The findings reveal that in both 2012 and 2020 there was racial framing utilized, in the sports media, when describing college quarterbacks and these racial frames functioned as a reflection of the existing racial views within society. The findings also displayed a clear difference between the frames present in 2012 and 2020. This difference, however, did not point toward a lessening of racial framing, but rather to a shift in the formation of the themes utilized, by the sports media, to create the racial frames. / Master of Arts / This study examines the sports media and its coverage of eight college quarterbacks as they enter the NFL Draft. The study utilizes the four quarterbacks drafted in both the 2012 and 2020 NFL Draft in order to understand the racial themes that are present throughout 112 newspaper articles. The unique history of the 2012 NFL Draft which featured a white and Black quarterback drafted one and two, respectively, serves as a baseline for the comparison of racially driven themes used by the media. Racially driven themes are used throughout sports media to produce narratives about sports topics for the public's consumption. This study seeks to understand the presence of racial themes throughout the sports media's coverage of college quarterbacks as well as the difference in these themes during the eight-year gap between 2012 and 2020. Previous research has shown the sports media to create narratives about athletes that attempt to mirror society. The changing racial landscape present in today's society serves as a backdrop to understand how the sports media alters its narrative choices in order to mimic society. The findings reveal a presence of racially driven themes throughout the 112 articles for both the 2012 and 2020 NFL Drafts and display a clear difference between the formation and utilization of the themes used to create these narratives within the eight-year gap. Although the findings communicate a clear shift in the racial themes, they do not demonstrate a less racially driven form of theme development.

This study looks at the coverage of the mifepristone abortion drug legislation that took place during the summer of 2023. Using framing theory, a qualitative content analysis was performed using 91 articles from local newspapers in various states to determine what frames are used in the coverage, and if frames used in the coverage are different based on whether the paper is in a politically red, blue, or swing state. Then, the study examines how reproductive rights and gender are reflected in the coverage of abortion, which is generally considered a "women's issue," rather than a human rights issue. This study identified six overarching frames: business-as-usual, the new norm, limit our suffering, combative opposition, beacon of hope, and actions speak louder. I found that the overall political climate of the states seemed to affect frames more than their geographic region and that states with anti-abortion legislation had more coverage than states that did not. My findings highlight that reproductive rights are still not considered rights by a large percentage of the population, they are considered a political issue, and that more diverse voices are needed in newspaper coverage, especially when it comes to the politics sections.

In November 2013, Ukrainian President Viktor Yanukovych suddenly reversed an ongoing process toward Ukrainian membership European Union in favor of strengthening economic ties with Russia. His action triggered mass demonstrations in Kiev's Maidan Square and eventually resulted in his removal from office. Yanukovych's opposition in the government solidified the regime change by assuming interim control of the government. Their supporters, composed mostly of ethnic Ukrainians from the Central and Western oblasts, became known as the Maidan movement. In response, separatist movements formed in the Southern and Eastern Ukrainian oblasts of Donetsk, Luhansk, Crimea and Kharkiv. Following Russia's annexation of Crimea, separatist leaders in Donetsk and Luhansk united to form the self-proclaimed Novorossiya (New Russia) Union. This thesis used a grounded-theory approach to identify culturally charged framing devices within Maidan and Novorossiya Union discourse. This paper found that the framing devices of Maidan and Novorossiya invoked Ukrainian and Russian belief systems. Analysis of elite cultural discourse demonstrated that Russian and Ukrainian beliefs and attitudes manifested as thematic concepts, which identified problems, suggest solutions and motivate action. Thus, the frame existed within the culture of Ukrainian and Russian interpretive communities. Framing devices and labels used by Novorossiya and Maidan aligned positions regarding the future of Ukraine with such systems of beliefs. / Master of Arts

Stakeholders involved in debates around climate-energy policy shape public conversations through different “frames”: message units that strategically emphasize particular aspects of an issue while downplaying others. I investigate the presence of frames within climate change discourse and their political influence in the creation of climate-energy policies. Findings suggest that science frames may play a limited role when it comes to the development of actual climate policy at the state level, and importantly, that the strategic use of issue frames was able to level the playing field between environmental advocates and historically dominant industry actors. This work thus contributes to ongoing debates in the climate change framing literature by considering the “real world” of political communication coupled with an on-the-ground policy conflict.

Several studies have been done to examine the effects of fitspiration on body image satisfaction using social comparison theory but there has yet to be a study done using framing theory to find out what exactly these images are focusing on. This research will use framing theory to examine what characteristics and body types are being seen on Instagram under the hashtag “fitspiration”. Using a mixed method approach, this study uses a textual analysis to first get a larger sample set of fitspiration images on Instagram. It then uses in-depth interviews to get a deeper understanding of what the general public thinks the main frames of fitspiration are. Results for this research found that the social media trend emphasizes a stronger and more health-focused ideal and a strong sense of health and/or fitness behind the frames of each image. With the increased use of social media starting at such a young age it is important to understand the culture of popular trends in order to evaluate how we are interacting with them. Previous research focused on the outcome as opposed to the origin of the issue. This research gives a sample of the fitspiration culture in order to help us start to understand the trends of health and fitness online.

This study employs semiotic methods to identify the post-revolutionary roles of former Cuban President Fidel Castro in order to classify the transformations of his character portrayal over time. Informed by Goffman's framing theory as well as suggestions of agenda-setting and priming, this qualitative study analyzes 19 propaganda posters for communications of encoded messages. In this medium, the research explores thematic patterns of sociopolitical and sociocultural signs which add to the richness of Castro's appeal. In addition to providing a unique perspective on interrogating visual images, this study offers a better understanding of the influential power of professional design and the use of semiotics in political propaganda.

The COVID-19 pandemic has challenged fast fashion to circular products to prevent excessive overstock in responding to consumers' shift toward less consumption. These shifts are worth studying as consumers are willing to partake in pro-environmental behaviors, leading to a circular business model for fast fashion. This study explores how sustainable knowledge and consumer goals toward circularity can influence behavior toward circular consumption based on the goal framing theory. An online survey employing the Prolific survey platform was conducted with 300 fast-fashion consumer panels. The quantitative approach (ANOVA, cluster, factor, multiple regressions analyses) supported that consumers' framed-goals toward circularity significantly influence their intention to purchase fast fashion products. Fast-fashion consumers have prioritized reliable communication and pro-environmental goals to respectfully purchase circular products and 5Rs behaviors. They perceived circular economy and environmental knowledge as deciding factors in their pursuits of circularity. It corresponds to the benefits of lucrative circular business applications for fast fashion.